SPUTNIC – Strategies for Public Transport in Cities Strategies for Public Transport in Cities Funded by the EU 6th Framework Programme Leader: Socialdata Partners: TMB Barcelona & Wiener Linien Mission statement: “Contribute to the creation of more customer friendly Public Transport, which is widely recognised and has an improved image” The Customer in the Focus

SPUTNIC – Strategies for Public Transport in Cities Strategies for Public Transport in Cities Funded by the EU 6th Framework Programme Identified policy recommendations: Stop (further) decrease of PT modal share – Increase modal share of PT Create comprehensive marketing approach for PT Match customer’s experiences with customer’s expectations Improve the image of PT Marketing and Customer Relations Cluster

SPUTNIC – Strategies for Public Transport in Cities Strategies for Public Transport in Cities Funded by the EU 6th Framework Programme

SPUTNIC – Strategies for Public Transport in Cities Strategies for Public Transport in Cities Funded by the EU 6th Framework Programme Use of solid databases (behaviour, attitudes, potentials) Concentrate on central indicators Increase knowledge of data use Overcome prejudices by use of facts Analyse actual and potential customers Stop (further) decrease of PT modal share – Increase modal share of PT “Why get new customers, we get our money as public funds anyway” (Expert in Sitges)

SPUTNIC – Strategies for Public Transport in Cities Strategies for Public Transport in Cities Funded by the EU 6th Framework Programme Marketing as a means to work with customers and improve customer satisfaction Promotion of service quality Clear responsibility for PT marketing Raising awareness of all target groups Marketing of integrated PT solutions Create a comprehensive marketing approach for PT “Saving money by reducing marketing expenses is like stopping the clock to stop the time.” (Henry Ford)

SPUTNIC – Strategies for Public Transport in Cities Strategies for Public Transport in Cities Funded by the EU 6th Framework Programme Use valid instruments and tools to measure customer satisfaction Find a balance between expectations and experiences Put the customers into the centre of service provision Train staff to be proud of their work Create a better understanding of customers’ needs Match customer’s experiences with customer’s expectations “Customer orientation is not only a marketing tool it also has to be a management principle” (Expert in Sitges)

SPUTNIC – Strategies for Public Transport in Cities Strategies for Public Transport in Cities Funded by the EU 6th Framework Programme Lobbying to convince decision makers of the values of PT Improve awareness of PT Propagate community benefits of PT Advertising the strengths of PT Improve image based on emotional values Improve the image of PT “Car is freedom – PT is communism” (Expert in Zagreb)

SPUTNIC – Strategies for Public Transport in Cities Strategies for Public Transport in Cities Funded by the EU 6th Framework Programme Thank you for your attention